Assessing hypothetical bias: An analysis beyond the mean of functional food

In this study, the experimental auction method is used in a between-sample analysis to assess hypothetical bias and willingness to pay (WTP) for canned crushed tomatoes enriched with lycopene. The empirical analysis indicates the presence of a statistically significant bias between hypothetical and real bids at different levels of bids. The difference in bids for the functional and control products defines the implicit WTP variable. WTP exhibits a statistically significant total difference between real and hypothetical bids increasing at the upper and lower levels of bids. Implicit WTP shows differences that are of opposite signs and that balance on average. Focusing on the factors driving the bias, the empirical analysis indicates two primary groups of variables: socio-demographic variables and attitude toward food technologies.